The Research Of "Telematics Service" Marketing In Jing Wei Group

With the development of economy, there are more traffic problems such as increase in car numbers, searious traffic jams, frequent accidents in international and domestic societies. Based on this,"Intelligence transportation" and "Telematics" has gradually become the hot topic of people’s life. As the automobile industry stepping into micro-growth, car aftersale market is about to enter a high-speed development period, along with the Internet of Things and the rapid development of the Internet, it is not far away from our fully entering the "Telematics" ear. Telematics has been listed as a major project of "the12th Five-Year Plan" in China, Telematics service, as the landing of Telematics concept, has a propoerous prospect. But there are few studies on marketing of Telematics. This paper is of practical significance.This paper, taking a high-tech enterprise in intelligent transportation industry-Jingwei Group as a starting point and combining work experience and academic research methods, analyzes the current status of Telematics service in Jingwei Group, i.e. microscopic analysis in products and solutions of Telematics services, and macro analysis in marketing environment such as industry environment and in technology environment. It carries out the marketing strategy concept of Telematics services, advising Jingwei Group taking advatanges of it operational vehicle monitoring service platform to provide with operational and non-operational viechles comprehensive telematics services in order to maximize the integration of the national vehicles to join telematics system of Jingwei Grop. This paper also carries out strategies from angles of business model, product strategy, pricing strategy, marketing strategy, channel strategy, relationship marketing strategy. This article has values for Jingwei Group developing marketing strategy of Telematics services. This paper may be a reference for marketing strategy for high-tech companies like Jingwei Group to promote integration of Telematics industry, in view of their focus on technology research and development and neglect of marketing advantages. It may also be materials for experts and scholars who are concerned about Telematics service industry and Telematics sevices marketing, hoping it could be a reference for more professional and systematic study on Telematics services marketing in the future.